How to create a social media strategy
It’s interesting to note that a social media strategy and a social media marketing plan have a lot of crossovers.
You can think of it this way: A strategy is where you’re headed. A plan is how you’ll get there.
Imagine searching for a luxury home in another country. While photos or videos might show what a house looks like, how will you know how it feels to be inside the home — unless you actually visit? Sotheby’s International Realty offers virtual tours, using 3D and virtual reality (VR) technology to let house hunters “virtually” explore a home.
Maybe you aren’t interested in buying a new home, but want to spruce up your own place with new furniture. Ikea’s augmented reality (AR) app lets you take a photo of the room being transformed and visually overlay the furniture you’re considering buying to see how it fits, giving you more confidence in your purchase.
Perhaps you need a spur-of-the-moment getaway, but don’t know what destination fits your budget. While you can check travel websites for the best deals, you could go to Facebook Messenger and ask the KAYAK bot where to go. The bot will respond with information that allows you to search flight itineraries and quickly ballpark the price for your trip.
Experience makers understand the necessity of moving beyond the expected to create more compelling experiences. And, as we’ve learned from the “Amazon Effect,” when consumers get an excellent experience, their expectation for satisfaction in all subsequent interactions with retailers increases.
New technologies — such as artificial intelligence (AI) and machine learning, VR, AR, and chatbots — provide enhanced customer insights and create personalized interactions that help companies meet those higher expectations. These technologies help you more quickly reach customers where they are — on social (the most used smartphone apps by far are social). However, for social media marketers, the challenge is how to best leverage these technologies to position their brands for the future.
“There are a lot of brands experimenting with these technologies, and iterating quickly to deliver experiences that will keep their customers coming back,” says Dave Dickson, who leads innovation for Adobe’s enterprise business.
A shift is happening regarding consumer expectations around social media experiences. In response, brands must prepare their organizations and adopt the technology infrastructure necessary to proactively offer what their customers expect. Emerging technologies may just help them deliver on these expectations.